how to pick the perfect content marketing bribe
TRANSCRIPT
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I d a n E l d a r | M a y 2 0 1 5
The Perfect Bribe
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Everybody loves a good bribe
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Today we’ll talk about creating the perfect bribe to hook your
customers
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But first
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Let’s talk about brussels sprouts
Image by :emptypulchritude
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They’re full of vitamins and good for your
growth
Image by : Anne Burgess
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But the thing is, most kids won’t “just” eat
them
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So how do we get kids to eat brussels sprouts?
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We bribe them with some extra ingredients they LOVE
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Your blog is a brussels
sprout.Image by :emptypulchritude
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People may taste it once
Image by :emptypulchritude
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And it could be amazingly good
Image by :emptypulchritude
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But it needs something extra for them to subscribe and give you
their emails
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Is my bribe email worthy?
Always ask yourself:
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E-book
Template/Tool
Webinar
Email Worthy
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Infographic
Spam
Blog post
Not So Email Worthy
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Just look at what the HubSpot pros are
doing
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Creating an email-worthy bribe is your key to
success
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Case Study
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In one month, this bribe QUADRUPLED inbound
leads
X4
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How did we do it?
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We followed the
best practices for creating the perfect bribe
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And opened the G.A.T.E for new leads
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Goal Audience
Topic E-book scope
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Goal
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The question you need to ask yourself:
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What do I want to achieve with this
bribe?
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More traffic for your content?
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Add lots of hyperlinks back to your blog
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More sales for your product?
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Add a tempting CTA with a killer promotion
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More followers on your social channels?
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Add large social icons your readers won’t
miss
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The answer can dramatically alter the content of your
bribe
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Audience
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The question you need to ask yourself:
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Who do I want to receive this bribe?
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Use your customers’ persona
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If you have information about your customers,
such as…
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Profession
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Goals
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Pain Points
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And their position in the buyer’s journey:
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You’re almost ready to pick your…
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The question you need to ask yourself:
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What would my audience find most
valuable?
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Meet Como’s customer persona, Christy
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She is 38 years old
A small business owner
Dreams of opening more branches
Has challenges with customer loyalty
Image by: S Sepp, Wikipedia
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She is in the Awareness Stage
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What would be the perfect bribe for her?
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There’s a secret formula for that…
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Persona’s Pain Point X Consumption Habits
+ Your Product’s Value X Buyer’s Journey Stage
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Customer Loyalty X Busy SMB with No Time
+ DIY Mobile App X Awareness Stage
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Christy’s bribe is probably NOT the
perfect bribe for your persona
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She would gain zilch out of these:
Image by: Army1987, Wikipedia
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But they are somebody’s perfect
bribe
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The question you need to ask yourself:
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How can I realistically get this done?
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Resources
Timeline
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What you’ll need for the perfect bribe:
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Content
Design/Video
Programming
Research
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A whole lot of ping pong
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Landing Page
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Email Life Cycle
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Marketing Plan
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Prepare an actionable“bribe schedule”
Image by: Sun Ladder, Wikipedia
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To sum things up:
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You need to open the G.A.T.E
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And If you play your cards right
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Your customers will eat their brussels sprouts!
@IdanEldar
Image by: Yoel Ben-Avraham,Flicker
Connect with Idan Eldar on:
https://il.linkedin.com/in/idaneldar
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Happy bribing!